Common Mistakes Made By Social Media Managers

As a social media manager, you might find that you’re often stuck in between the data/numbers and getting creative. And after a while, this might leave you feeling as though your role is boring and formulaic – a feeling that no one should have. 

Despite social media now playing a large part of everyone’s lives, it’s easy to slip up when you’re working on it every day. Even as a social media manager that has experience in social media content creation there are certain common mistakes that sometimes happen.

So what are some of these mistakes that you should try and avoid? Read on to find out more.

Mistake #1 – Quantity Over Quality

As your business grows, it’s only natural to push content out more and more. You might think that by doing this, you’ll be able to reach more people and engage them.

However, by posting too much on your social media channels, you could actually be making it worse. This is because the more posts you are sharing, the lower the quality.

This drop in quality could put your customers off – leading them to look elsewhere. So, what can you do to prevent this? Don’t post as much on social networks. 

Instead, ensure every piece of social content that’s put out is to a high quality and that it will get the best return on investment possible. Through doing this, you’ll find that your engagement and reach will start to increase.

Mistake #2 – Thinking That You Can Do Everything

As a social media manager, you might believe that you want to take on everything that comes your way. However, you’re only one person and each time another task is added you’ll start to feel as though too much has been put on your shoulders.

Unfortunately, there are only so many hours in a working day. So to avoid burnout or any further mistakes being made, it’s worth considering outsourcing. Even though you may initially think that hiring an in-house employee is the answer, you can access extensive knowledge, efficiency and savings by hiring externally.

This will give you more time to entice new clients, work on existing projects and support your social media team. Which will, in turn, help you take your business to the next level.

Mistake #3 – Not Creating Social Media Reports Regularly

If you’re failing to create social media reports frequently, you’re not getting the best social media ROI. Measuring social performance is essential for long term success. 

So it’s a good idea to create a social media reporting system that’s effective. To get the best bang for your buck, try using a content reporting software like Hootsuite or Sprout Social and develop a template that you use every week, bi-weekly or monthly. 

Mistake #4 – Not Knowing Your Target Audience

Even though this might seem like an obvious one, you’d be surprised how many social media managers are pushing for content that doesn’t align with their target audience. 

So, make sure that before posting anything on your social media channels, you ensure that it suits your target audience to a tee. By carrying out a social media report that shows the social metrics, you can then determine what’s working and what you need to change. 

Mistake #5 – Ignoring or Deleting Customer’s Comments

Negative feedback might seem harsh. And you might think that by deleting it, you’ll be able to maintain your business’ reputation. However, it can actually have the opposite effect.

By deleting or ignoring it, you could be stirring up negative emotions. So instead of this, directly interact with the comment and ask the customer to contact you. Keep it friendly and polite and you’ll be able to maintain an exceptional level of customer service.

Mistake #6 – Struggling to Keep Ideas Fresh and Exciting 

As mentioned above, creating fresh content every day might feel exhausting. And over time, it may feel like a burden. So one of the mistakes you might make is to push for content that’s lacking the vision and creativity that it once had.

A Solution For These Common Mistakes….

But don’t worry, if you’ve faced these you’re not alone.

You need to, however, identify the best ways to overcome these problems. A great solution to these, as mentioned above is to outsource social media content creation. There are so many benefits that you can reap from this, including:

  • Saving your team time 
  • Drumming up creativity – as they are experts in the field, they know what trends and ideas will help your business to thrive.
  • A cost-effective solution that boosts your ROI

And although you might have the fear of working with an external content company (i.e competition for your role), it’s actually a positive move to make. 

By working with a social content partner you’ll start to see your brand(s) grow. Working beside you and complementing everything you put out, you can focus on your role at hand.

The Key Components Of Successful Social Content

Almost every business is now online. And a large portion of these are also on social media networks. Because of this, it might feel challenging to stand out from the crowd.

You want to create content that’s not only eye-catching, but that achieves the goal of your business – whether that be engaging customers, increasing your revenue or increasing the interaction that customers are having with each post.

It’s no secret that social media ROI is vital to your success. So you’ll need an understanding of the key components of successful social content. 

So to consistently draw new customers in, the following ingredients shouldn’t be ignored:


To remain competitive, you need to create social content that’s relevant. No customer will be interested in posts talking about something that’s happened in the past. So always look to the future and align with the trends that are currently happening. 


You want your target customers to be interested and intrigued by your content. And although this is a subjective component, when looking at your business’ unique target customers and what they like, it will become clearer what you have to do. 

Each time it comes to writing content, think about how the topic will match what your customers like. You want to cause a positive reaction after all – not one that puts them off. 


You want content that people engage in. Otherwise, your click-through rate will be non-existent. Which is why it’s so important to make your content useful. You want to fill the gaps and answer questions that your customers might have from the get-go. 

To determine what’s useful for your target audience, you can use software (like Google Analytics) to determine high-ranking keywords or topics. Alongside this, it will also show what questions they are typing into Google.

This type of software is also useful when it comes to social metrics as they are key in measuring social performance. Helping with your overall social media strategy, it will show what’s working and what you need to change when creating posts in the future.


In each post you create, you want to capture your customer’s attention – not make it dull so that they scroll straight past it. Which is why it’s a good idea to use a variety of media – from images to videos in your social content. 

Text alone won’t cut it nowadays. It will only switch people off. Also, by optimising it with images, it will have a positive impact on your SEO efforts. 


Powerful and inspirational social media content creation = success. But how do you know which content will create this reaction?

You want a reaction that’s relatable and authentic. So consider posting blog posts or case studies that tell a story. Pair this inspirational content with an eye-catching image and you’re on to a winner. 


Even though it’s a good idea to look into what’s trending, it’s also good to be unique. It’s easy to write a post that’s the same as others on the internet. But this unoriginality won’t always work in your favour. 

Work out ways that you can stand out from your competitors. This could be taking a different angle on a trending topic or pairing with an external social content agency to drum up new, fresh ideas. Through this differentiation, your social media strategy will be more successful in the long term.


So, there you go! Those are the key components of successful social content. Using those ingredients, you should be on track to creating content on your channels that’s exciting, extraordinary and engaging. A journey towards increased revenue or whatever goals your business has for your social content, they can be moulded to fit your unique requirements. 

The Metrics That Will Help You Measure Your Social ROI

When it comes to social media ROI, the obvious metrics that you may initially measure across your business’ social media channels are follows, likes, shares, comments, etc. 

And although these are useful in determining how successful your content has been (i.e telling you how many people have engaged with it), they don’t actually represent the monetary returns of the posts that you put out.

There’s no denying that measuring social media ROI is a crucial part of every social media strategy you create. Securing your budget for each social marketing strategy you craft, it shows you what’s working and what you need to change.

Opening the doors to new tactics and resources that will be more effective, it’s a one-way track towards success. 

How to Calculate Your Social Media ROI

The simplest social media ROI formula is: 

Profit/investment x 100 = social media ROI

And while it’s easy to calculate this (especially when you use an ROI calculator), it’s challenging to determine exactly what specific metrics you should look out for. So to help guide you, we’ve rounded up a handful of the key metrics that will help you to measure your social ROI. 

Click-Through Rate (CTR)

The click-through rate represents the number of people that click on the link that you’ve put in your posts. Transporting your customers onto the intended page, it indicates how successful your post has been – and could lead to converting this click into a sale.

To get this, you can use the following formula:

Total clicks on the link /  total impressions x 100 

Reach – Audience Growth Rate

The benefit of tracking this metric is that you can connect the social media data within your report with your business’ profits. An item that you should pay attention to from the get-go, it’s typically expressed in a percentage.

Over time, this percentage will change indicating how your social media efforts are linked to the growth rate of your audience. Which then allows you to evaluate your social marketing efforts and therefore your ROI.

Cost-Per-Click (CPC) 

This social metric is important as it allows you to compare that amount that you’ve paid for your post with the amount you’ve pocketed from it. Particularly useful for sponsored social media posts (whether that be on Twitter, Facebook or Instagram), it will help you to make long term decisions when it comes to what you post. 


One of the most significant metrics is the conversion rate. But what is it exactly?

The conversion rate is when a customer clicks on your social media posts, goes through to your site and they take action – e.g they purchase a product or service, download content, etc.

An invaluable metric that shouldn’t be ignored, this alongside the other metrics on this list are vital to your overall strategy. To track these effectively, you can use website traffic analytics programs like Google Analytics


This metric shows you how each user has landed on your website – i.e which social network they came from. Although this may initially seem like a ‘vanity metric’ it actually helps you to measure your social ROI as it showcases if what you’re posting on each site is useful and engaging to your customers.

Bounce Rate

This does what it says on the tin. This is a social metric that represents the percentage of people that have clicked onto your content, but then swiftly came off of it after viewing the page.

To try and avoid this, you must focus on social media content creation that captures their attention and convinces them to stay on your site for longer. This is another metric that can be calculated through tools such as Google Analytics and is vital in measuring social performance. 

Watch Time – A Video Metric

If you’re putting out multimedia content (which, let’s face it you should be), you’ll want to also measure the performance of it. And when it comes to videos, you need to determine how successful they have been – primarily in terms of engagement levels.

No matter whether your video is promoting a new product or service or simply related to a topic, it needs to entice viewers from the beginning and keep them engaged until the end. But how do you measure this?

Through Watch Time

This is a metric that refers to the amount of time that each viewer spent watching the video that you posted. If your total watch time is high, chances are that your click-through rate is favourable too. But if there is a high bounce rate, there’s something that needs to change.

Directly indicating how interesting the content is to viewers, it can be used in determining what content you’ll put out in the future. 

The Importance of Understanding Social Metrics

So why is it so important to understand social metrics? Well, the proof is in the pudding. By understanding social metrics, you’ll be able to:

  • See your efforts, determine how successful they are and create better content. 
  • Demonstrate what needs to be done in the future – perhaps as a way of indicating that more budget needs to be put into the efforts.
  • Pinpoint aspects that need to be fixed.
  • Compare and contrast your efforts on social media channels. 
  • Saves you time – when you understand the social metrics and track them effectively, you’ll be able to save time by focusing on content that will increase your ROI.


From the above, it’s clear that measuring your social media ROI throughout the lifetime of your business should always be a priority. Something that can’t be taken for granted, you want to guarantee that you’re always getting the return on investment that each post deserves.

Social Content Creation Partner vs Freelancers: Pros and Cons

When you’re looking to boost your business’ presence on social media, you may wonder which strategy to use. With the goal to grow your company, you need a solution that’s effective both now and in the future. 

Which leads you to wonder – should your business outsource the work to a social content partner or hire freelancers?

It can be a challenge to decide on which path you should take. Which is why it’s a good idea to first identify the difference between the two. So let’s outline this first before getting into the pros and cons.

  • A Social Freelancer –  A social content freelancer is a self-employed professional that works remotely with multiple clients at one time. 
  • A Social Content Creation Partner – a third-party business that comes with a team of social content professionals that will be working with your agency.  

To ensure that you’re measuring social performance and receiving the return on investment you deserve we’ve created a list of the advantages and downsides of both options:

Let’s start with the pros and cons of hiring freelancers for your social media content creation requirements:

The Pros

  • They can help to fill any gaps by offering their specialist skills in social content.
  • They are flexible – as they can be hired for either a limited time or for extensive projects.
  • They are cheaper – due to their flexibility and the fact that they are only hired occasionally.

The Cons

  • Content isn’t always consistent – especially if you’re considering hiring different freelancers.
  • Lack of communication – as social freelancers could be working on several projects at one time, they might not give your business the attention it deserves. 
  • Time and project management issues – associated with the multiple projects they are working on. This means that your campaigns may take longer to come into fruition. 
  • They can be expensive in the long term – if any mistakes are made/depending on the level of expertise each freelancer has.

Hiring a social content freelancer is a popular method used by businesses that are looking for a cheaper alternative. And although they are arguably beneficial for one-off tasks, for a long-term strategy a solo freelancer might not be the best choice. 

This is mostly down to the fact they are working with several clients at one time, resulting in your business’ social media gradually starting to drop in terms of their priorities. 

So what are some of the pros and cons of working with a social content creation partner?

The Pros

  • You will be working with a whole team – ensuring that your social content is always updated, social metrics are measured and each campaign is high quality.
  • The team will be able to create extraordinary ideas for your business – multiple professionals = a bunch of amazing ideas.
  • They can be cost-efficient – by outlining the budgets from the beginning, the partner will figure out how to get the best value and social media ROI for your business.

The Cons 

  • Potential competition – as they also specialise in social media marketing.
  • The potential worry of the client going directly to them.
  • Although they will align with your budget, upfront a partner will look expensive – leading many agencies to opt for the cheaper option despite the lack of experience or quality 

Although the downsides associated with a social content creation partner may worry some agencies, we would argue that if you maintain a great partnership with them from the beginning, highlight your processes and what you want to achieve from your social content, then there really isn’t any significant cons of working with a social content creation partner. 


At the end of the day, it’s your choice which route you take. However, by looking at the pros and the cons, it’s fair to say that working with a social content creation partner is a safe bet. 

By choosing this route, you will be able to pitch together and build your agency with double the expertise. Filling the gaps, it’s clear to see that the pros associated with hiring a partner arguably overshadow that of working with a freelancer.